This book challenges traditionally accepted marketing ideas in little bites that connect concepts from seemingly unrelated subject areas to make profound points. It is about marketing services - what you can't see until you buy it - you pay for what will be experienced or created after you commit to pay for it. That is what the word "invisible" refers to in the title. Beckwith offers four keys to modern marketing:
- Price
- Brand
- Packaging
- Relationships
He opposes the idea that research produces good data for marketing. He is convinced that all business is personal. Every mini-topic takes only one or two pages and there is usually a motto in bold italics at the end of the section. Here are a few samples: "Make your clients believe they will be satisfied, and they will be, especially if you do it with passion," "Build a brand- Services are sold on faith and brands create faith," and "To win devoted clients, sacrifice." This is a book of marketing wisdom - not a how to manual. Instead, reading it makes you scratch your head and revisit your paradigms. It is a much read by a truly nuanced creative genius.
Harry Beckwith, The Invisible Touch, c. 2000, Warner Books, Inc.
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